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The Power of Persuasion, Round Two

The Power of Persuasion, Round Two

October 19, 2016

*Photo Credit: Bernard Weil / Toronto Star

Canadians are exposed to messages and images about alcohol through the advertising of alcoholic beverages in TV shows and movies, on billboards, on multiple social media channels, as well as through alcohol retail outlets.
In May we talked about the impact this has on youth especially, as they are particularly vulnerable to these ads. But despite the fact that alcohol use is a leading risk factor for disease burden (Lim. et. al, 2010) it is heavily marketed and promoted in Ontario.

Legislation restricting alcohol advertising is a well established and effective policy used by governments around the world (Babor, 2010). Currently in Ontario alcohol advertisements must adhere to guidelines from:

Are the Liquor Advertising Guidelines in Ontario working? Currently, there are no restrictions on the quantity of advertising, and there are no regulations around alcohol sponsorship. The standards that alcohol advertisements are expected to adhere to are often ignored. Ads that are found to be inappropriate are pulled only if there is a consumer complaint, and after the ad has already been released and widely viewed.

The alcohol industry claims that they adhere to codes of responsible advertising, but the World Health Organisation concluded that if governments allow self-regulation by industry they likely risk loss of policy control of the marketing of alcohol, a product that seriously affects public health.

In the media controversy leading up to the event in which Premier Wynne questioned whether the event should proceed as planned, a compromise was reached whereby certain sections of the Liquormen’s website were to be removed. However, setting the classic Trailer Park Boy’s online content aside, given the government’s own liquor advertising guidelines the promotional event shouldn’t have happened at all. The guidelines state:

4 (i) “No well-known personality may be used in liquor advertising who may reasonably be expected to appeal, either directly or indirectly, to persons under the legal drinking age if the advertisement contains any direct or indirect endorsement of liquor or the consumption of liquor. This may include historical, political, religious and cultural figures as well as celebrities and sports figures.”

The guidelines define ‘advertising’ as “…any public notice, representation, or activity, including promotional and marketing activities, that is intended to attract attention to liquor, (or) the brand name of liquor…”

The manufacturer has enjoyed considerable free promotion by initiating such a controversial campaign strategy, and has done so with the support of the LCBO. Clearly, self-regulation is not working.

In December 2015, the government announced that they would be developing a comprehensive Alcohol Strategy to ensure a coordinated and socially responsible approach to the sale and control of alcohol in Ontario. OPHA and other health organizations have long been calling for such a strategy to ensure buy in and support across government ministries. However, the promised Spring 2016 deadline has passed.

Alcohol in Ontario is not just about economics, growing business, choice and convenience. Alcohol is not the same as other commodities in the marketplace. Alcohol impacts people’s health, their lives and their communities. It costs our government more than what is made through sales and taxation. Alcohol advertising and promotional events like these perpetuate a culture of excessive alcohol use, and target vulnerable populations such as youth.